Logo lessons

March 29, 2010

Bill Gardner, a Wichita-Kan.-based national logo trends expert, gave a captivating presentation at our recent Public Relations Society of America – Kansas lunch program. The topic: the top 15 design trends for 2010. Gardner has tracked trends for several years through research and the online database he created, www.logolounge.com. The site now boasts more than 133,000 logos, all searchable by keyword, designer, timeframe, country or more. His 2009 report can be found here, with the 2010 posting soon: http://www.logolounge.com/logotrends/.

The logos he presented were fascinating, even beautiful. However, Gardner’s take on what logos can — and should — do for a company also fascinated.

“Design makes a difference in purchasing when products are homogenized,” says Gardner. He asked such questions as ‘What does your logo sound like?’ and discussed logos that confront, or make you interact. He also talked about how some companies use words (taglines) as part of the logo, to make the most of that impression with the customer.

Gardner’s presentation reinforced the message that knowing who you are as a company — and reflecting that in all you do — is a powerful tool for success. You can check out more of his thoughts on trends in the sixth of his LogoLounge book series, due out soon. Follow him, too, on Twitter: @logolounge.